Ang disenyo na Dragon Alley Disenyo ng Brand Identity ni Tian Liu and Jiayi Chen ay isang lubhang iginagalang na nagwagi ng napaka-prestihiyosong 2021 A' Design Award na Bronse sa Kategoryang Paligsahan na Disenyo ng Grapika, Ilustrasyon at Biswal na Komunikasyon.

BronseGrapika· 2021

Dragon Alley Disenyo ng Brand Identity

ni Tian Liu and Jiayi Chen

Kliyente: Evil Design Studio

Nagwagi ng A' Design Award na Bronse sa Kategoryang Grapika

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Ang Disenyo

Tungkol sa Dragon Alley Disenyo ng Brand Identity

Ang Dragon Alley ay isang disenyong pagkakakilanlan ng brand na ginawa para sa isang restawran ng hot pot at katabing tea room. Ang pagkakakilanlan ay binuo batay sa ideya ng dualismo na hango sa mitolohiyang Tsino. Ipinapahayag ng pagkakakilanlan ng restawran ang paglaya sa pamamagitan ng motif ng kidlat na dumadagundong, isang itim na background na parang tinta, at malalakas na anyo ng mga letra. Ipinapahayag naman ng pagkakakilanlan ng tea room ang pagpipigil sa sarili sa pamamagitan ng motif ng pagsabog mula sa mga ulap, isang natural na tono ng papel, at mas malumanay na mga anyo. Ang unti-unting mga gintong detalye ang nag-uugnay sa dalawang pagkakakilanlan. Kasama sa mga aplikasyon ang mga business card, menu, poster, packaging, at kagamitan sa hapag-kainan.

Ang Pagkilala

Tungkol sa A' Design Award na Bronse

Ang Dragon Alley Disenyo ng Brand Identity ay nagwagi ng A' Design Award na Bronse, isang lubhang prestihiyosong pagkilalang iginagawad sa mga natatanging disenyong nakikilala sa pagkamalikhain, katalinuhan at talas ng isip. Ang mga nagwagi ng Bronse ay mga likhang lubhang mahusay at kapansin-pansing malikhain na nagpapatunay sa malawak na karanasan, imahinasyon at pagkamaparaan ng kanilang mga tagapagdisenyo. Inaasahang ang Dragon Alley Disenyo ng Brand Identity ay isang lubos na pinahahalagahan, hinahangaan at minamahal na bagay na kapansin-pansing propesyonal at makabago. Ang disenyong ito na nagwagi ng A' Design Award na Bronse ay nagsasama ng pinakamahuhusay na kasanayan sa sining, agham, disenyo at teknolohiya, at mahusay dahil sa pansin nito sa detalye. Ang Dragon Alley Disenyo ng Brand Identity ay kahanga-hangang tumutugon sa mga pangangailangan, humahaplos sa mga hangarin, bumibighani sa damdamin at umaakit sa pag-uusisa.

Sa Likod ng Disenyo

Press Kit

Mga kredito, miyembro ng koponan at teknikal na detalye na ibinigay ng taga-disenyo.

Mga Natatanging Katangian: Based on the brand attributes of the spirit of dualism and Chinese mythology, we use it in the entire brand design process. In terms of font identification, it conveys such feelings at intercross and interlard to each other mutually. In terms of design elements, the main elements are "Crack of Thunder"in Dragon Alley and "Burst Through Clouds" in Dragon Alley Inner, the former is vigorous, while the latter is gentle. In terms of color, ink color is used as the main background color in Dragon Alley, while natural paper color as the main background color in Dragon Alley Inner, with gradual change of gold as the element.
Mga Sukat at Packaging: Business card:99mm*50mm,
Bag:293mm*136mm,
Folder:480mm*310mm,
Menu:136mm*293mm,
Menu cover:250mm*140mm,
Poster:A2,
Dinner plate:diameter: 200mm,
Self-heating hot pot: 35mm*30mm*25mm,
Tea Caddy:105mm*105mm*150mm,
Oil tank:diameter 40mm*50mm,
Scarf:300mm*300mm
Mga Tag: VIS, Branding, Visual Communication, Type Design, Graphic Design, Chinese mythology, Dragon, Hot pot, Tea
Teknolohiya sa Produksyon: In terms of design, the software we mainly use are Adobe Illustrator, Photoshop, After Effect and Cinema 4D.

Further more, in the later material production, it uses stamping technology, gravure printing technology, spot color printing and so on, in order to present the brand vision perfectly. In addition, there needs to be special requirements for its printing materials.
Hamon sa Disenyo: During the project. We have studied the various historical periods of China from ancient times to modern times. How to convert Chinese mythological information into usable font design, Graphic design and pattern design are the most important issues.

At the same time, how to balance the contradictory and fusion relationship between Dragon Alley and Dragon Alley Inner is also our main task.
Finally, how to integrate the concept of dragon throughout the brand design is also a problem we need to solve.
Pananaliksik: First of all, for a new brand, we need to let it have a complete brand story and a deep brand spirit. For business purposes, we need to make consumers recognize the brand, and based on brand value, we need our designers to create meaningful brand content. We have created a complete mythological worldview for Dragon Alley and Dragon Alley Inner, so that the brand has complete story content and visual symbols from beginning to end.

Relying on this complete set of brand visual system and story system, the brand can have a unified way of communication in terms of visual perception, operation and marketing.
Inspirasyon: We received the project that needed to make the brand design of Dragon Alley Hot Pot and Dragon Alley Inner Tea Room for our client. Dragon Alley has main feature of lively hot pot restaurant, and on the contrary, Dragon Alley Inner corresponds to people's leisure tea time after meals. Chinese living alleys have two special attributes of street life. Based on the spatial differences between the two, the project design seeks to create a sense of contradiction and integration of balance, namely dualism. Emotionally, Dragon Alley represents release, while Dragon Alley Inner immersed in restraint.
Tagal ng Proyekto: The project began in 2019 in Milan, the overall visual design at the end of May 2020, and the project eventually landed in Chengdu China.
Daloy ng Operasyon: The project aims to make a different experience in the Dragon Alley Restaurant by unique brand visual design.
Mga Miyembro ng Koponan: Designer: Tian Liu, Jiayi Chen, Aowen Zhou, Fan Xiao
Mga Credit ng Larawan: Image#1: Designer Jiayi Chen, 2019,
Image#2: Designer Liu Tian, 2019.